Video and graphics for social media

The poster hangs on a wall, but a post on social media fights for attention in a feed where the thumb scrolls past in less than a second. This places different demands on graphics and video: the message must be clear immediately, on a small screen, often without sound. At the same time, each platform has its own formats that content must be produced to — not just cropped down afterwards.

§The three basic formats

Most social media content is produced in three image formats. Vertical 9:16 (typically 1080 × 1920 pixels) is the standard for TikTok, Instagram Reels and Stories, and YouTube Shorts — it fills the entire mobile screen. Square 1:1 and slightly vertical 4:5 are used in feeds. Widescreen 16:9 is the standard for regular YouTube videos and presentations on large screens.

§Technical video requirements

The large platforms generally recommend video as MP4 with H.264 video encoding and AAC audio — it provides the best balance between quality and file size and is accepted everywhere. Export in the full resolution for the format and avoid recompressing an already compressed file multiple times as quality deteriorates with each generation.

§The first seconds decide everything

In a feed, the viewer decides within the first one to three seconds. That is why social video is built 'forwards': the strongest image, the most important point or the most catchy clip is placed first — not as a classic introduction that builds up. Think of a hook that stops the thumb, followed by the actual content and a clear ending with action: follow, read more, buy.

§Design for sound from — and for movement

• 01Many watch video without sound: use subtitles or on-screen text for all key messages.
• 02Keep text large and concise — it should be readable on a mobile screen in motion.
• 03Respect the platform's 'safe zones': buttons and user interface are placed over the edges of 9:16 videos.
• 04Use the brand's colours typeface and logo consistently so the sender can be recognized even during a quick scroll.
• 05Reuse content across platforms, but adjust format and length — never publish the same file uncritically everywhere.

§Motion graphics: moving graphics

Much social content is neither pure video nor still image, but animated graphics — text, logos and illustrations in motion. Even simple animation can lift a message: a price that counts up, a logo that is completed, a heading that slides in. The basic rules are the same as in all other design: the movement should support the message, not steal it, and timing and calmness are more important than many effects. One well-executed move is stronger than five half-efforts.

§Still images and carousels

Graphic posts follow the same logic as video: one message per image, large text and strong contrast. Carousels — several images in the same post — are suited to step-by-step content and small stories where each card should entice you to swipe to the next. Make sure the first card works alone because that is all many will see.

Finally all the basic craftsmanship still applies: rights to music, images and writings must be in place and persons in the content must have given consent. The fact that something is just supposed to 'be on SoMe' does not make the rights any less real.

“On social media, you have one second to earn the next ten. Design for that first second.”

— Basic rule for feed content